Strategic Marketing Management: A Business Process Approach

Moutinho, L. and Southern, G. (2010) Strategic Marketing Management: A Business Process Approach. Cengage Learning EMEA: Hampshire, UK. ISBN 9781844800001

Abstract

Strategic Marketing Management: A process based approach integrates Marketing with other aspects of Management such as strategy, organisational theory, strategic financial management and management accounting, HRM, information systems, corporate image and communications, operations management and logistics. It provides students with an overview of how marketing fits into the overall management picture. Strategic Marketing Management: a process-based approach draws heavily on Business Process Re-engineering (BPR), a term which, in the past ten years, has caught the imagination of the business and commercial world.

• Item Type: Books
• Status: Published
• Glasgow Author(s) Enlighten ID: Moutinho, Professor Luiz and Southern, Dr Geoffrey
• Authors: Moutinho, L., and Southern, G.
• Subjects: H Social Sciences > HB Economic Theory
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Publisher: Cengage Learning EMEA
• ISBN: 9781844800001